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서비스 회복공정성이 감정적 반응, 부정적 구전, 전환의도에 미치는 영향

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Abstract
While service companies, facing competition in services, move toward diversification and professionalization, customers who sensitively respond to fashion and trends harbor heightened expectation regarding new services. Especially for discount store, which is a retail business that mixes tangibility and intangibility to ensure fair reflection of characteristics of specific services, service recovery justice is an important decision to make. In this light, the study is going to make positive and systematic suggestions for creating service management strategy and system through service recovery for discount stores, whose competition and weight are increasing.
The purpose of the study is as follows.
First, it is going to sum up theories on service failure, service recovery, and service recovery justice.
Second, customer's emotional response to the service recovery justice are classified into positive and negative emotional reactions, methods that could induce positive emotions about the service recovery justice are produced in order to suppress the negative aspects of service failure.
Third, I am going to suggest effective and appropriate service recovery methods through verification of influence that the customer's emotional response to the service recovery justice exercises on negative word-of-mouth and switching intention.
The research results are summarized as follows.
First, in service failure, service recovery justice is verified as a multi-dimensional concept.
Second, I am going to show the possibility that consumer emotions generated by the service recovery justice are divided into the coexistence of positive and negative emotions.
Third, in the relationship that service recovery justice and consumer's positive emotional reaction, informational justice has proven to have significantly positive influence on the consumer's positive emotional reaction.
Fourth, in the relationship between customer's emotional response and their negative word-of-mouth, it has proven to exert significantly negative influence on positive emotion.
Fifth, in the relationship between customer's emotional response and switching intention to service recovery justice with business, consumer's positive reaction exercises significantly positive influence.
Sixth, in the relationship between service recovery justice and negative word-of-mouth, justice in distribution and justice in interpersonal relationships exercise significantly negative influence on customers' negative word-of-mouth.
Seventh, in the relationship between service recovery justice and switching intention, justice in interpersonal relationships has proven to exercise significantly negative influence on customers' negative word-of-mouth.
On the other hand, rejection of some of the hypotheses in this study is likely to have been caused by the low possibility of service failure due to strengthened a company's service competitiveness in the face of fierce competition among discount stores and relatively low occurrence of negative emotional reaction with customers during service recovery.
Lastly, generalizing the study requires overcoming the following limitations and performing the following studies.
First, the study has limited its scope to discount stores. Further comparative study of similar business types need to figure out their relationship and influence.
Second, one needs to make efforts to establish detailed categorization of situations for the questionnaire in the study on service failure and recovery for discount stores.
Third, the measuring tool for the study has been employed as modified from earlier studies, and one will have to develop more valid measuring tools that are required for proper measurement with the characteristics of discount stores.
Fourth, causes of emotional response and relational disconnection need to be expanded to greater diversity.
Fifth, disconnect the customer's complaint behavior and relationship dissolution of a variety of factors that need to be expanded.
Author(s)
고승범
Issued Date
2014
Awarded Date
2014. 2
Type
Dissertation
URI
http://dcoll.jejunu.ac.kr/jsp/common/DcLoOrgPer.jsp?sItemId=000000006554
Alternative Author(s)
Ko, Seung Beom
Affiliation
제주대학교 경영대학원
Department
경영대학원 경영학과
Table Of Contents
Ⅰ. 서 론 1
1. 연구 배경 및 목적 1
1) 연구 배경 1
2) 연구 목적 3
2. 연구 방법 및 논문 구성 5
1) 연구 방법 5
2) 논문 구성 6
Ⅱ. 이론적 배경 8
1. 서비스 실패 8
1) 서비스 실패의 개념 8
2) 서비스 실패의 유형 10
3) 서비스 실패의 결과 12
2. 서비스 회복 16
1) 서비스 회복의 개념 16
2) 서비스 회복의 구성요인 18
3) 서비스 회복 전략 19
4) 서비스 실패와 회복과의 관계 23
3. 서비스 회복공정성 25
1) 서비스 회복공정성의 의의 25
2) 서비스 회복공정성의 유형 27
3) 서비스 회복공정성 지각에 대한 선행연구 32
4. 감정적 반응 35
1) 고객감정과 감정적 반응 유형 35
2) 감정적 반응의 측정 37
3) 감정적 반응에 관한 선행연구 42
5. 부정적 구전 43
1) 부정적 구전의 정의 43
2) 부정적 구전의 선행연구 45
3) 부정적 구전의 중요성 47
6. 전환의도 50
1) 전환의도의 정의 50
2) 전환의도의 선행연구 52
3) 전환의도의 측정 53
Ⅲ. 연구 방법 56
1. 연구 모형 및 연구 가설 56
1) 연구 모형 56
2) 가설 설정 57
2. 변수의 조작적 정의 및 측정 65
1) 서비스 회복공정성 65
2) 감정적 반응 65
3) 부정적 구전 66
4) 전환의도 66
3. 조사의 설계 67
1) 자료수집 및 분석방법 67
2) 설문 구성 68
Ⅳ. 실증 연구 70
1. 표본의 특성 70
1) 표본의 인구통계학적 특성 70
2) 쇼핑행동분석 71
2. 분석도구의 신뢰성 및 타당성 분석 72
1) 신뢰성 및 탐색적 요인분석 72
2) 상관관계분석 78
3. 가설 검증 80
1) 서비스 회복공정성과 감정적 반응과의 관계 80
2) 감정적 반응과 부정적 구전, 전환의도와의 관계 83
3) 서비스 회복공정성과 부정적 구전, 전환의도와의 관계 85
4) 가설 검증 결과의 요약 89
Ⅴ. 결 론 92
1. 연구결과의 요약 및 시사점 92
1) 이론적 시사점 92
2) 연구의 요약 및 실무적 시사점 93
2. 연구의 한계점 및 향후 연구 96
Degree
Master
Publisher
제주대학교 경영대학원
Citation
고승범. (2014). 서비스 회복공정성이 감정적 반응, 부정적 구전, 전환의도에 미치는 영향
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